Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Cider/Perry in Latvia

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Executive Summary

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PROSPECTS

Cross-border sales fuel category development in 2017

As in the majority of alcoholic drinks categories, the largest sales boost for cider/perry during 2017 came from increased demand on the border. This largely fuelled sales of the most familiar mid-priced products such as Somersby and Sheerwood.

Cider can redefine itself in the future

Perceived as one of the most mature categories, cider/perry experienced the most changes during the year, signalling large shifts within the way the category will be perceived during the forecast period. The first factor fuelling the category’s development is the shifting offering etiquette on-trade.

Ciders reflects the emergence of craft drinks in Latvia

Because the cider/perry category is not as populated as beer, it allows for high dynamics in terms of new entrants. Additionally, as producing the drink does not require extremely advanced technologies, it is very attractive for smaller craft producers.

COMPETITIVE LANDSCAPE

Craft production gains shelf space

Accompanying the fact that larger beer producers are expanding their product portfolios to include ciders – Valmiermuiza with the inclusion of Abavas cider and Cesu Alus with the launch of Majas cider, the larger producers utilise their present connections with larger retail channels in order to position their production in larger retail chains such as Rimi. This allows the more premium production to gain additional shelf space, where less educated consumers can learn more due to the variety of craft ciders on offer.

Increasing demand for larger volume drinks

During 2017 Somersby maintained its leadership within ciders and ranked as the third most sold alcoholic drink in Latvia in volume terms. A fraction of the success can be attributed to the launch of 1-litre plastic bottles during the second half of 2016.

Small producers gain leverage by approaching through on-trade

Whilst the larger beer producers utilise their existing contacts amongst large existing off-trade channels, the new small craft cider producers indirectly contribute to creating a premium image for the category by developing product recognition via penetrating the on-trade. An example is the Abava cider, which was initially represented solely in Valmiermuiza’s beer embassies around Riga, thus gradually gaining recognition and subsequently being positioned within the retail channels.

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